Market segmentation strategies based on levels of consumer shopping effort have long been utilized by marketing professionals. Such strategies can be beneficial in assisting marketers with development of appropriate marketing mix variables for segments. However, these types of strategies have not been assessed by researchers examining segmentation frameworks for various types of programs in higher education. This paper attempts to fill this void in the literature by specifically examining ways that levels of customer shopping effort might be utilized to more effectively segment markets for higher education programs. The relative effectiveness of various elements of the marketing mix is also examined and recommendations are provided for colleges and universities attempting to target various markets segmented by levels of consumer shopping effort.